Would you like to streamline your ad creation process, dramatically improve ad clicks, increase conversions, and lower your cost per click? Well, that’s exactly the kind of results you can expect from remarketing.

Now, not every company will have the same results, but remarketing is a proven method used to increase leads and sales and save valuable resources. So, what is remarketing, and how can you incorporate it into your online campaigns?

Here is a basic overview and an explanation on how you can integrate this effective technique into your online marketing strategy, immediately.

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What is Remarketing?

Remarketing (also known as retargeting) is a marketing technique that targets visitors who have interacted with your brand in the past. After a visitor leaves your brand’s website, for example, they’re tracked and shown specific ads encouraging their return. The ads might include incentives like 10% off a service or a free ultimate guide, and are delivered according to each customer’s expressed interests.

For example, let’s say you have a web conferencing software company. You create a remarketing audience that includes past visitors of your page about video webinars. That specific audience will then see the ads you’ve created on their social media, news sites, and other pages throughout the web.

Because past visitors are already familiar with your brand, they’re much more likely to become customers. Think of remarketing as marketing to the same person over and over again until they’re familiar with and trust your brand.

The Keys To Successful Remarketing Strategy

When you review material you’ve already learned, you get to know it better each time. And when you remarket to your target audience, you refresh, remind, and reconnect with each potential customer, making your brand stand out more and become more memorable in their minds.

For example, a visitor browses the DropBox site when looking for her company’s new file storage solution. She gets called away before she can submit a lead-generation form or make a purchase. Later that day, she checks Facebook and sees a strategically-placed post from DropBox related to file storage. Reminders and ads like this will also appear on other calculated locations when she surfs the web.

Remarketing ad example

Why Should I Roll Out A Remarketing Strategy?

Aside from the fact that you are strengthening your brand’s relationship with the target audience, remarketing is a great way to increase conversions. This is especially true in situations where customers take their time making a final purchase. What’s more:

  • On average, B2B researchers perform 12 searches prior to engaging on a specific brand’s site.
  • Previous site visitors will click your ads 2-3x more than new visitors.
  • It’s easier to sell to someone who has already expressed interest in a product or has interacted with your site. Remarketing takes one of the most viable and untapped segments of your potential customers and increases conversions in a progressive way.

Bottom line – a well executed remarketing strategy facilitates the improvement of conversion rates and sales and the building of brand awareness.

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How To Remarket

Ready to get started? Here’s how to incorporate remarketing into your broader online marketing strategy.

Choose a Remarketing Platform

The most prominent remarketing platforms include Google AdWords, AdRoll. and Perfect Audience.

Perfect Audience

Create a Remarketing Campaign

There are various types of remarketing tactics, but the right one for you will depend on your clients, product, and industry. These tactics include:

  • Site remarketing (visitors are shown ads after leaving your site)
  • Search remarketing (visitors are shown ads after searching a specific keyword)
  • Social media (ads are shown on social media accounts after the account owner visited a site)

Add Remarketing Tag

Add the code that will track the online behavior of your visitors. The tracking code can be found within your remarketing platform of choice. For example, within Google Adwords, the remarketing code can be found under Shared Library > Audiences.

Google AdWords remarketing

Set Ad Parameters

Set specific parameters for your targeting ads. For example, if you sell HR software and a visitor spends five minutes or more on your page about timesheets, you can set up the remarketing campaign to present the customer with a banner ad on Facebook showing that your time tracking software is on sale.

Determine Audience Segments

Your ads should cater to each person within your ad parameters (for example, people who visited your site more than once or prospects that viewed specific products).

Reduce Ad Fatigue

Be consistent with your ad displays, but don’t overwhelm people. Set a cap so the same person doesn’t see the same ad over and over again.

Personalize Ad Copy

Don’t forget to tweak your ad copy to fit the language and persona of the audience segment (and make sure that your landing pages meet these criteria as well).

Test Your Ads

Test, test, and test some more (and optimize as needed) until you have the perfect remarketing strategy recipe.

Remarketing Tips To Keep In Mind

  • Make sure your ads are perfectly targeted to the list or niche you are remarketing to. Otherwise, you risk being annoying (not to mention throwing away money).
  • Create incentive-rich ads. Make the customer want to click on the ad.
  • If brand awareness is your main goal, then direct your marketing campaigns to show ads to a specific segment several times over a few days, weeks, or months. This will really get your name out there.

Remarketing can be one of the most rewarding techniques you can implement in your marketing strategy to increase conversions and strengthen your brand’s reputation. By segmenting your visitors according to their behavior and personas, tracking their online activity, and creating highly targeted ads geared specifically towards each of them, your company can experience a significant boost in leads, conversions, and sales.

Do you need assistance with your remarketing strategy? Contact us at KeyScouts today!

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About Tomer Harel

Tomer Harel is founder and CEO of KeyScouts, and co-founder of Spectoos.com. He has been practicing Internet marketing for over a decade, helping hundreds of businesses to thrive online. If you'd like to contact Tomer or have him speak at a conference, meeting or event, please drop him a line via email (tomer.harel at keyscouts dot com).